Brand Real

How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

 Brand Real

Author: Laurence Vincent
Pub Date: March 2012
Print Edition: $25.00
Print ISBN: 9780814416761
Page Count: 272
Format: Hardback
e-Book ISBN: 9780814416778

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Table of Contents

CONTENTS

Acknowledgments ix

Introduction 1

Chapter 1: Reality Check: It’s Time to Move from Brandlore to Promising Brands 5

Chapter 2: Winning the Memory Game 28

Chapter 3: The Benefi t of Your Brand 50

Chapter 4: Leveraging Portfolio Value 70

Chapter 5: Positioning Brands for Context 100

Chapter 6: Brand Attachment: The Barefoot Bandit and Our Sense of Self 119

Chapter 7: Expressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy 145

Chapter 8: Naming and Identity Development 168

Chapter 9: The Touching Experience: How to Deliver on a Promise at Meaningful Touch Points 187

Chapter 10: Brand Inside: Why People Are the Key to Your Brand Strategy 210

Notes 241

Index 249

About the Author 258

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